George at Asda will launch a new 28-piece adaptive clothing line for adults next week, created to honour the legacy of breast cancer campaigner Nicky Newman.
The range will be available to customers from September 15 and is designed for people with specific medical needs, such as feeding tube access, pockets for stoma bags, easy-on fastenings, and metal-free zips for MRI scans.
Asda began working with Nicky Newman in March 2023, after she posted on Instagram asking if she could partner with a brand on an adaptive clothing range.
The vision for the new range came from Newman’s experience with illness and her desire to make life more comfortable for others in a similar situation.
Nicky’s husband, Alex Newman, said: “During one of the hardest times of our lives, Nicky was in and out of hospital, suffering side effects from chemotherapy. Having been fitted with a port, she found it undignified to constantly change in and out of her clothes into hospital gowns for scans or to allow access to the port.
“She looked for adapted clothing she could wear, but there wasn’t much choice. She bought a jumper from one brand and, while it really helped her, it cost £90, a huge expense at a time when our finances were already impacted by her leaving her job due to the effects of cancer on her health.”
George clothing vice president Karl Doyle said: “We have worked closely with Nicky, Alex and their network of friends to create this bold adaptive range that we hope has fulfilled Nicky’s wishes.
“We have taken time and passion to really understand the specific needs of each item produced, how we can make them more comfortable, fashionable, affordable and dignified.”
In February 2023, George at Asda launched an adaptive clothing range for children in what was a supermarket first.
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